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Unformatted text preview: Chapter 4 Outline The Scope of Advertising: From Local to Global Introduces the people and groups who work in advertising Chapter 4 Objectives 1. Describe the various groups in advertising 2. Define the main types of ad agencies 3. Discuss how agencies get clients and make money 4. Examine agency-client relationships 5. Explain how advertisers organize 6. Explain what people do in ad agencies 7. Debate the pros and cons of in- house agencies 8. Explain how the media and suppliers help The Advertising Industry Agencies Clients Suppliers Media You dont need to work in an agency to work in Advertising Research Accounting Sales Management Technology Communication Arts Local Advertising Franchisees and dealers Chain retailers Independent Businesses Government and nonprofits Types of Local Advertising Product - Regular price-line, sale, or clearance...
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This note was uploaded on 03/18/2008 for the course ADV 401 taught by Professor Wright during the Spring '08 term at University of Texas at Austin.
- Spring '08